With limited marketing budgets and often very limited time to spare, big advertising or marketing campaigns can be a real struggle for small businesses. But while traditional techniques can be expensive, a powerful and often overlooked strategy is forming partnerships with other organisations. By collaborating with brands, celebrities, or individuals that share your company’s values and audience, you can improve your brand’s online presence, reach new and targeted audiences, and generate a level of awareness that would be difficult to achieve alone.
The Power of Partnering Up
Partnering isn’t just about huge co-branding campaigns you see with the likes of GoPro X Red Bull, Nike X Apple, etc. It’s about combining resources and making the most of each other’s strengths in a way that can be mutually beneficial and get people talking. A great example of this is when small businesses have a unique, high-quality product or service, but lack a large following. While a prospective partner might have an established platform or highly engaged community, but would benefit from the credibility, unique content, or product that brand offers. This provides a win-win scenario, where both parties gain exposure and credibility.
Case Study: Nicolson Kiltmakers and the AC/DC Fan Community
A fantastic example of this strategy in action is Nicolson Kiltmakers, a family-run business located on Edinburgh’s Royal Mile. While kilts are a niche product, the company found a creative way to partner with a global subculture: the AC/DC fan community.
Recognising the legendary status of AC/DC’s former frontman Bon Scott and his deep Scottish roots, Nicolson Kiltmakers designed a unique tartan collection to honour his heritage. This was not just a product launch; it was a strategic partnership with a passionate and loyal fanbase.
Instead of just selling the tartan, the company worked to get the word out to the AC/DC fan community. They:
- Gained expert insights: They spoke to the brother of Bon – Derek Scott – who provided exclusive, never heard before comments and images of the legend in his youth.
- Pitched to niche media: They targeted AC/DC-specific publications, rock journalists with a history of writing about the band and local Edinburgh and Scottish press.
- Engaged with fan groups: They connected with major fan communities on platforms like Reddit and Facebook to spread the news directly to their target audience.
- Created a compelling giveaway: To generate excitement, they launched a giveaway for an item from the collection, creating a strong call to action that encouraged fans to engage with their brand.
These efforts resulted in a huge increase in interest around their new collection sparked by the story of the Bon Scott tartan resonating deeply with fans, generating authentic interest in the brand. This awareness was achieved not through expensive advertising, but by a smart, well-executed partnership strategy.
How Your Small Business Can Do It
You don’t need a rock and roll legend to replicate this success. Think about your own business and its unique story. Ask yourself: What are your brand’s core values? What subcultures or communities would be genuinely interested in your product or service? How can you offer them something valuable? And what type of partnership could enable that?
By thinking creatively about partnerships, you can find so many excellent ways of spreading your brand’s story and reach new customers without breaking the bank.
